CHAPTER- 1 MCDONALD’S INTRODUCTION

1  HISTORY
 MISSION,VISION AND VALUES
 SWOT ANALYSIS
 MARKETING MIX
 SEGMRNTATION,TARGETING AND POSITIONING

CHAPTER -2 BRANDING AND BRAND LOYALTY OF MCDONALDS

2  BRAND ELEMENTS
 MCDONALDS BRANDING STRATEGY

3 CHAPTER -3 BURGER KING INTRODUCTION

 HISTORY
 MISSION AND VISION
 SWOT ANALYSIS
 7P’S ANALYSIS OFBURGER KING
 STP OF BURGER KING
 COMPITIVE ADVANTAGE IN THE MARKETING STRATEGY
OF BURGER KING

CHAPTER – 4 MARKET ANALYSIS IN THE MARKETING STRATEGY

4 OF BURGER KING
 CUSTOMER LOYALTY OF BURGER KING
 MCDONALDS VS BURGER KING ; A CLOSE LOOK AT TWO
BURGER GIANTS

CHAPTER -5 COMPARISON OF MCDONALDS AND BURGER KING

5  CONSUMER PREFERENCE TOWARDS BURGER KING AND
MCDONALDS
 CUSTOMER LOYALTY OF MCDONALDS AND BURGER KING
 CONCLUSION

CHAPTER -6 RESEARCH METHODOLOGY

6  OBJECTIVE OF RESEARCH AND DATA COLLECTION
 SAMPLE DESIGN
 STATISTICAL TOOLS
 TECHNIQUES USED FOR ANALYSIS

CHAPTER – 6 DATA ANALYSIS AND INTERPRETATION

7
CHAPTER -7 FINDINGS AND SUGGESTIONS
8  CONCLUSION
 BIBLIOGRAPHY AND ANNEXURE